Perumusan Strategi Bisnis Untuk Line of Business (LoB) Plantation Telkomsel Enterprise Menggunakan Metode Quantitative Strategic Planning Matrix

Musyaffa, Muhammad Akhmal (2023) Perumusan Strategi Bisnis Untuk Line of Business (LoB) Plantation Telkomsel Enterprise Menggunakan Metode Quantitative Strategic Planning Matrix. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Sektor pertanian merupakan salah satu sektor yang menjadi pilar dalam ekonomi Indonesia. Berdasarkan data Badan Pusat Statistik (BPS), pertanian jadi sektor ketiga yang berkontribusi besar terhadap produk domestik bruto (PDB) kuartal III 2022, yakni mencapai 12,91%. Meski begitu, salah satu permasalahan yang ada pada sektor pertanian di Indonesia adalah rendahnya angka produktivitas yang disebabkan karena pemanfaatan teknologi pertanian yang masih rendah. Telkomsel melalui salah satu lini bisnisnya, yaitu Line of Business (LoB) Plantation menyediakan solusi berupa produk/layanan berbasis teknologi pertanian. Namun, permasalahan yang dihadapi oleh LoB Plantation hingga saat ini adalah masih sedikitnya pelaku usaha tani yang menjadi pelanggan dari LoB Plantation. Oleh karena itu, untuk meningkatkan jumlah pelanggan pada LoB Plantation maka diperlukan strategi pemasaran dan penjualan yang optimal dan tepat sasaran. Pada penelitian kali ini, dilakukan perumusan strategi untuk merumuskan alternatif strategi bisnis yang sesuai untuk perusahaan. Dalam pengidentifikasian kondisi internal dan eksternal menggunakan bantuan dari metode Resource-Based View, analisis VRIO, analisis PESTEL, dan Porter’s Five-Forces Model. Berdasarkan metode analisis tersebut didapatkan 21 faktor internal yang terdiri dari 13 faktor kekuatan dan 8 faktor kelemahan. Sedangkan untuk faktor eksternal terdapat 19 faktor yang terdiri dari 10 faktor peluang dan 9 faktor ancaman. Setelah faktor-faktor tersebut didapatkan maka dilakukan pembobotan mengunakan matriks IFE dan EFE. Total skor dari pembobotan tersebut digunakan untuk menentukan posisi LoB Plantation pada matriks IE. Berdasarkan penilaian matriks IE didapatkan posisi LoB Plantation berada pada kuadran grow and build dengan terdapat 19 strategi alternatif yang berhasil dirumuskan. Kemudian, dengan menggunakan matriks QSPM ditentukan 7 strategi alternatif terbaik yang sesuai dengan kondisi perusahaan. Berdasarkan 7 strategi alternatif tersebut terdapat 19 rencana aksi yang akan dijalankan oleh LoB Plantation.
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The agricultural sector is a sector that is a pillar of the Indonesian economy. Based on data from the Central Statistics Agency (BPS), agriculture is the third sector that makes a major contribution to the gross domestic product (GDP) in the third quarter of 2022, reaching 12.91%. Even so, one of the problems in the agricultural sector in Indonesia is the low productivity rate caused by the low utilization of agricultural technology. Telkomsel through one of its business lines, namely Line of Business (LoB) Plantation provides solutions in the form of agricultural technology-based products/services. However, the problem faced by LoB Plantation to date is that there are still very few farming actors who are customers of LoB Plantation. Therefore, to increase the number of customers at LoB Plantation, an optimal and targeted marketing and sales strategy is needed. In this research, a strategy formulation is carried out to formulate alternative business strategies that are suitable for the company. In identifying internal and external conditions using the help of the Resource-Based View method, VRIO analysis, PESTEL analysis, and Porter's Five-Forces Model. Based on the analysis method, there are 21 internal factors consisting of 13 strengths and 8 weaknesses. As for external factors, there are 19 factors consisting of 10 opportunity factors and 9 threat factors. After these factors are obtained, they are weighted using the IFE and EFE matrices. The total score of the weighting is used to determine the position of LoB Plantation in the IE matrix. Based on the IE matrix assessment, the position of LoB Plantation was in the grow and build quadrant with 19 alternative strategies that were successfully formulated. Then, using the QSPM matrix, the 7 best alternative strategies are determined according to the company's conditions. Based on the 7 alternative strategies, there are 19 action plans that will be implemented by LoB Plantation.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Manajemen Strategi, Perumusan Strategi, LoB Plantation, QSPM, Matriks TOWS, Strategic Management, Formulate Strategies, TOWS Matrix
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD1393.25 Business enterprises H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning.
Divisions:	Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User:	Muhammad Akhmal Musyaffa
Date Deposited:	27 Nov 2023 07:58
Last Modified:	27 Nov 2023 07:58
URI:	http://repository.its.ac.id/id/eprint/104120

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